Narrow Targeting vs Broad Reach Marketing

How do you balance broad reach and highly targeted marketing efforts? Angela and Elena are joined by Chief Creative Officer Rob DeMars to talk about the challenges and opportunities marketers face in finding the right balance for their businesses. Learn how the HurryCane became the best-selling cane in the US only after reaching broad audiences, the history of performance marketing, and the team’s thoughts on Les Binet and Peter Field’s 60/40 rule for balancing brand and sales activation. Hint: there’s not a one-size-fits-all answer. But many marketers lean too far in one direction.

Topics covered:

• [00:45] Developing the HurryCane, the number one cane in the US
• [05:21] Brand marketing vs performance marketing
• [09:28] The challenges of highly targeted marketing
• [13:20] Reviewing the 60/40 rule
• [22:10] How to choose marketing channels for your business

To learn more, visit marketingarchitects.com/podcast.


Resources:
2021 MarketingWeek Article
2021 MarketingWeek Article
2021 LinkedIn Article

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